Boost Drinks launches multi-million-pound brand campaign

Boost Drinks is launching a multi-million-pound brand campaign across the UK and Ireland, positioning the brand as a ‘no-brainer’ in the drinks category while championing its ‘straight up’ functionality and sales power.

Live from April to July 2026, the campaign will include out-of-home advertising, digital and social media, as well as on-the-street sampling of over 500,000 consumers.

It is expected to attract the brand’s core audience of 18-34 year-olds and reach over 20 million consumers. This builds on Boost’s multi-year sponsorship with the rugby Super League, creating further mass awareness and credibility for the brand within the performance sector.

Lisa McKenna, Boost brand director at AG Barr, says: “We have always championed value, bringing great tasting functionality at a great price. Boost is not about high-octane activities, we represent those who need energy for their everyday needs – the Mondays, not Mountains. So, like our name, we are straight up and embrace our simplicity so that we can deliver the best quality and best value for shoppers – truly a no-brainer choice.”

Boost is the No.3 brand in energy drinks and the No.2 brand in sports drinks (Circana). Recently added to the Boost portfolio was a new range of three zero-sugar waters with electrolytes, Boost Water+.

McKenna concludes: “We’re aiming to build on this with our clear messaging, delivering straight-up energy for straight-up sales opportunities.”